Plus down, Thotiana. Apple TV has become the latest streaming service to try and rebrand its way into viewers’ hearts. As part of a press release for the streaming debut of F1: The Movie, the company said “Apple TV+ is now simply Apple TV, with a vibrant new identity.” What else does that vibrant new identity entail? Unclear!

This is just the latest in a long list of rebrands for streamers. HBO Go became HBO Max, then just Max, then HBO Max again. IMDb Freedive became IMDb TV, then Freevee, then it became extinct . CBS All Access became Paramount+ after CBS remerged with its former studio. It has stayed Paramount+ even after the Skydance acquisition and all the political fallout it entailed . And most streamers have rebranded as more expensive . But Tubi stays Tubi, stays fre

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